Editor’s note: The following profile is from the 2024 Packer 25, our annual tribute to 25 leaders, innovators and agents of change across the fresh produce supply chain. (You can view all honorees here.) This feature has been edited for length and clarity.
Jose Luis Obregon — President, IPR Fresh
With close to 30 years in the produce industry, Jose Luis Obregon is a seasoned leader with experience spanning sales, marketing and strategic planning. For over 13 years, he has served as president of Nogales, Ariz.-based IPR Fresh, where his leadership has been instrumental in driving the company’s growth and success. Previously, Obregon was the first executive director of the Hass Avocado Board, playing a pivotal role in shaping the avocado industry’s remarkable rise.
Originally from Ciudad Obregón, Mexico, he has made Nogales his home, where he continues to be an active voice for the industry, serving as a board member of the Fresh Produce Association of the Americas. Obregon says a dedication to advancing the produce sector remains a key focus of his professional and community efforts.
He holds a bachelor’s degree in accounting from Tec de Monterrey and an MBA from the University of Arizona.
What are one or two key principles that you aim to instill in your company and team?
The two key principles I focus on are independence and accountability, but I also want my team to know that leadership is always there to support them. I believe in empowering people to take initiative and make their own decisions, because that’s how we grow and innovate.
At the same time, accountability is crucial — everyone should feel responsible for their work and the outcomes they create. But through it all, my role is to provide guidance, encouragement and help whenever it’s needed, so no one feels like they’re navigating challenges alone. It’s about balancing trust with support.
What is a satisfying career accomplishment — as an individual or with a company — that stands out to you?
A career accomplishment that stands out to me is leading the transformation of what was once a small family operation into a leading force in the bell pepper industry in a relatively short time. Leveraging my previous experience, I worked closely with my brothers to build a world-class team, applying the skills and expertise we’ve learned along the way. What makes this even more meaningful is that we were able to capitalize on the knowledge and connections that our late father passed down to us, making this transformation not just a professional achievement, but also a deeply personal one.
What is one issue related to the produce industry that you are passionate about?
One issue I’m really passionate about is just how unpredictable and dynamic [the industry] is. No day or season is ever the same, and I love that it keeps us constantly adapting. Whether it’s unexpected shifts in the market or the challenges from Mother Nature, we have to be ready to handle whatever comes our way — quickly and effectively.
With perishable products, timing is everything; our growers, customers and end consumers are counting on us to respond fast. That sense of urgency and the need to think on our feet is what drives my passion for the produce industry.
